If I asked you “what’s your business sell?” you’d probably tell me (with much excitement too) all about your products or services, and you’d be wrong.
You are in fact selling an experience. Irrespective of what you think you’re selling, or how you believe this “doesn’t apply to your industry”, I assure you everyone is buying an experience (and they don’t even know it).
Let’s take something that is rather dull, boring, necessary and regularly bought on price. How about car insurance? Unlike a movie at Gold Class Cinemas, insurance is not something I typically shop for based on experience.
So how can I make this claim? Simple, what do people share with their friends and family after purchasing car insurance (or anything)? It could be how great the staff were, how quick the service was, how much they saved, or just about anything, even negative comments. The one common thread though, whatever they say, will always be based on their experience.
It’s easy to show how a shopper who pays more for brand loyalty or high quality service is after an experience, so let’s assume our mystery shopper was buying on price. They have no interest in anything but getting the best possible price. How are they buying an experience?
Without going in to the psychology of it, when a bargain hunter get’s a good deal, watch their face as they share with you the story about how they saved so much money. They will at the very least smile, their heart rate will probably increase slightly, their cheeks may become flushed and even their eyes could dilate. What you are witnessing, is them re-living the experience and how much they loved (or hated) that experience.
It is our job as business owners (and marketers) to ensure every one of our customers gets to experience a highly memorable purchasing experience every time, so that they will revisit and share it with others again and again.